Mobile marketers have quickly realized the reach of Facebook’s mobile app install ad units and their ability to cost-efficiently drive volumes of users — and the latest Fiksu Indexes certainly reflect this trend.

Following a steady couple of months, April saw competition – and costs - heating up for mobile app marketers. The Fiksu Cost per Loyal User Index reached $1.50, an increase of 10 percent, or 14 cents over March’s $1.36, while the App Store Competitive Index rose 11 percent, to 5.61 million daily downloads from 5.02 million in March.

After analyzing the data, it was clear to us that three distinct forces contributed to these dynamics in April:

It’s been a memorable day for Fiksu, as we reached another notable milestone! As of April 30, 2013 – two years since our launch – the Fiksu Mobile App Marketing Platform has recorded its one hundred billionth app user action and has driven more than one billion app downloads. This data is critical to our ability to drive real-time mobile ad campaign optimization and deliver the high-performance marketing results that leading brands demand. It’s also the foundation of the Fiksu Indexes and our insights into the complex app marketing landscape.

Last week, Apple announced that starting May 1, the App Store will no longer accept new apps or app updates that access UDIDs and that advertisers should use the Advertising Identifier instead. The announcement is concise and straightforward:

School’s out, and just as we saw last year, iPhone app downloads started increasing during the beginning of the summer months, causing App Store competition to heat up. Fiksu’s June Indexes reflect this trend, plus a significant rise in the costs of loyal user acquisition.

Here’s a snapshot of the latest data:

Buzz surrounding Apple’s 2012 World Wide Developers Conference (WWDC) has dominated headlines since the highly anticipated keynote which drew attendees from 160 countries to the Moscone Center in San Francisco to learn about the new gadgetry and software Tim Cook and Co. have lined up for Apple lovers worldwide.Though the iPhone 5 remained elusive, and the company did not unveil a UDID alternative despite wide speculation before the show, Apple did reveal its brand new iOS 6. Read on for more…

Wall Street Journal View on Privacy – Some Food for Thought

The Cambridge Innovation Center saw a packed house last week for a lively panel discussion – Mobile Advertising Today and a Vision for the Future: Lessons Learned in Attribution, Measurement and Privacy – hosted by Women in Wireless and Girls in Tech.

It’s no secret that the UDID has been a topic of controversy in recent weeks. Recent reports that Apple is rejecting some apps that utilize the UDID have generated significant levels of confusion and debate. Exacerbating matters are conflicting reports and escalating rumors of what apps Apple is or is not approving leaving app developers and marketers struggling to answer the question of how best to grow their business in the face of UDID deprecation.

Recent news on TechCrunch and TUAW about Apple’s iOS 5 beta release 6 on Friday sent out a ripple across the app development world. Apple stated that, over time, it is going to be phasing out – “deprecating” – UDIDs, the unique identifiers that have long been used by developers as a consistent identifier of a mobile iOS device.